42% YoY growth in online sales
Thanks to a multi-channel, multi-market strategy and offline conversion tracking, we achieved significant results.
2023-03-14
From the beginning of our partnership, we were impressed by their strategic and tailored approach. They took the time to deeply understand our business goals and environmental mission, which allowed them to create advertising campaigns specifically tailored to our needs. Their sense of innovation and understanding of the digital landscape helped us stand out and reach our target audience effectively.
Objectifs
Increase online and in-store sales in Canada.
Défis
- Users' reluctance to purchase online without having smelled the product beforehand.
- Difficulty recreating the ambiance of a candle online.
Stratégies employées par mint.
Offline Conversion Tracking
Boost in-store sales through offline conversion tracking.
Cross-Targeting
Leverage in-store buyers to enhance online targeting.
Captivating Ads
Captivate the audience by leveraging Instant Experience.
Comment avons-nous atteint l’objectif ?
Targeted Drive-to-Store Campaigns with Offline Conversion Tracking
One of the main challenges SOJA&CO. faced was users' reluctance to purchase candles online without having smelled their fragrance in-store. To overcome this challenge, we implemented offline conversion tracking. The technical implementation of offline conversion tracking allowed us to measure the impact of online advertising campaigns on in-store sales.
Micro-geotargeted reach campaigns around physical stores were launched to reach users near these locations, encouraging them to visit the store to discover and purchase the candles in person.
The strategy had a significant impact, contributing to a 205% increase in in-store sales for 2022 compared to the previous year.
Results :
- Offline conversion tracking increased our overall ROAS by $1.
- Website ROAS = $5.77
- Website + Offline ROAS = $6.70
Creation of a 1% Lookalike Audience Based on In-Store Customers
We created an audience targeting the top 1% of Quebecers most similar to users who made in-store purchases. This approach allowed us to target new potential customers who shared significant similarities with our in-store buyers.
Lookalike audience targeting involves identifying and selecting a group of users who share similar characteristics to a reference group, in this case, our in-store buyers. With this technique, Meta’s artificial intelligence can find users who have similar demographic traits, interests, engagement habits, or purchasing behaviors. As a result, a target audience is formed, including users who weren’t directly identified before but are likely to be interested in the products or services we offer.
This approach led to a higher conversion rate and better return on advertising spend than our averages.
Result:
- 1% Lookalike ROAS: $6.70
Immersive Experience Through Instant Experience
One of the challenges was to recreate the ambiance and sensory experience of a candle online. To overcome this, we used Instant Experience placements with immersive storytelling to present a new fall collection. This strategy helped increase user engagement and interest in the new candle collection.
By using evocative phrases such as “hot matcha from the local café” and “watching the red leaves dance in the wind,” the goal was to evoke emotions and create an atmosphere for users. The visuals used matched the desired ambiance with warm colors. By presenting the candles as a key element of the fall experience, leveraging Instant Experience encouraged users to explore the new collection and bring the experience into their own homes.
Result:
- ROAS = $14.18
Les résultats
in net online sales
2022 vs 2021
of average ROAS
for the year 2022
in overall net sales
2022 vs 2021 (with the opening of 2 new stores)
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